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Google's market marketing & strategy in the UK - Essay Example

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The internet is the subject of rapid and relentless change. The search engines are constantly trying to increase their coverage of the web; and to improve their functionality. Google is ranked as the most popular search engine among business information users in the Business Information Resources Survey 2006 (Google UK 2007)…
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Googles market marketing & strategy in the UK
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Download file to see previous pages The concept of resource-based management is founded on the belief that competitive advantage is obtained if a firm can obtain and develop resources which enable it to learn faster and apply its learning more effectively than its rivals. Resource-based view was developed by Barney (1991) who states that firms' competitive advantage deepens upon resources and assets owned by the company. Following Barney (1991) resources are extended if they are:
"Valuable (when they enable a firm to conceive or implement strategies that improve its efficiency or effectiveness) Rare (valuable firm resources possessed by large numbers of competing firms cannot be sources of either a competitive advantage or a sustainable competitive advantage) Imperfectly Imitable (because of {a combination of} three reasons: unique historical conditions, causally ambiguous, social complex). Non-Substitutable (there must not be strategically equivalent valuable resources that are themselves either not rare or imitable)" (Resource-Based View 2000).
The case of Google UK shows that the company uses resource-based strategy which helps it to develop strategic capability (Fill 12). Similar to its parent company, valuable resources of Google UK allow the company to meet high demands of customers and deliver exceptional quality to end consumers. Google in particular seems to have already undertaken a number of major initiatives such as the indexing of PDF documents, or the purchase of the Deja newsgroup archive. But the reality is that individual search engines do not cover the whole of the visible web, let alone the invisible web. So the prospect of there being a single search engine which has complete coverage of the entire web is some way off. Another variable is dynamic databases (Google: case study 2006). These databases allow users to go directly onto that site in order to perform the search. These databases cover a wide range of different file formats such as free text databases, company directories, market research reports, numeric data or bibliographic information. Even the free text databases vary considerably in their formats. They may each contain a different set of fields or segments. Because the database formats vary so much, and also because of the fact that there are so many different databases, it is not possible to undertake a global search across the entire contents of all the databases available through Google. There are a number of file groups set up which allow cross file searching across a limited number of files, but a key factor in performing a successful and effective search on (Google: case study, 2006).
Rare resources of Google are human resources and technological solutions. Also, Google propose customers unique services such as geographic monitoring and Google Video. Service quality is closely connected with Human Resource Management, technology and settings. So, the main "focus" is on service quality and skills of employees which ensure customers satisfaction. Managers must deal with new people issues because the changes brought about by technology definitely require a new kind of employee. The use of technology requires more problem solving skills and the ability to interpret data and is thus likely to lead to a ...Download file to see next pagesRead More
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